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communications in sport kine1560 day one Tuesday September 9, 2025 Sport communication the process of creating, sharing, and interpreting messages in a sport context Stakeholders - athletes, teams, leagues, media, and fans - Sport communication isn’t just sports journalism. It includes branding, marketing, PR Strategic communication: - purposeful communication designed to achieve specific objectives. Planned, intentional, long term. Applies to PR, advertising - Strategic sport communication combines sport communication and strategic planning. Aligns sport-related messaging with organizational goals. Ex. Social media campaigns for fan engagement during the playoffs. Strategic communication: - purposeful communication designed to achieve specific objectives. Planned, intentional, long-term. Applies to PR, advertising, marketing, social campaigns Why sport communication is unique? - Emotional, passionate audience - Strong community identity - Rivalries and traditions shape interaction norms Communicators help achieve organizational objectives by aligning messaging with strategic goals, whether that’s increasing ticket sales, boosting sponsorship deals, or expanding a fan base internationally. The role of communication is to bridge the gap between business priorities and fan experiences. - One of the most powerful outcomes of effective communication is the creation of brand value. * A strong brand helps a team or league stand out in a crowded marketplace and ensures long-term loyalty. * Through media relations communicators create narratives that fans invest in emotionally and financially. Sport and community: sport is a powerful connector that brings people together across diverse backgrounds, creating a sense of belonging and shared purpose. Local communities often rally around teams, leagues, or even school sports programs, fostering social cohesion and pride day two Thursday September 11, 2025 Sport communications: An industry perspective * Sport=spectacle consumed live, on TV, streaming, social media, multibillion-dollar entertainment industry * Sport is not only a competition; it is a form of entertainment that captivates audiences by creating spectacle and drama. The physical skill, unpredictability, and emotional highs and lows of sport naturally engage fans, turning games into stories and athletes into heroes or icons - Spectacle is built through elements like stadium design, lighting, music, and fan rituals, which amplify the experience * For example, NFL games in the United States often include elaborate halftime shows, pre-game ceremonies, and in-stadium fan engagement * turning a sporting event into a multi-sensory experience that draws attention far beyond the action on the field. The way sport is consumed has also evolved, expanding from traditional live attendance to global television broadcasts, streaming platforms, and social media Fans can follow events in real time, watch highlights, and interact with teams and athletes online, creating multiple layers of engagement * The premier league in England reaches hundreds of millions of viewers worldwide through TV contracts and streaming deals while social media such as Instagram allow athletes to engage directly with fans which builds personal brands. * The entertainment value of sport has created a massive global industry, generating billions of dollars in revenue from broadcasting rights, ticket sales, sponsorships, merchandise, and digital content * Major leagues like employ sophisticated marketing strategies to attract and retain audiences * Mega events like the Olympics or the Super Bowl combine competition with pageantry, media spectacle, and commercial opportunities, turning sport into a cultural and economic juggernaut * Spot organizations rely on a variety of revenue streams, each contributing to their overall financial stability * The most visible of these include ticket sales, merchandise, sponsorships, endorsements, and media rights * ticket sales provide consistent revenue from fans who attend games in person * Merchandise builds on that loyalty by allowing fans to display their identities * Ticket sales form one of the most traditional and direct revenue streams in sport Season tickets are especially valuable because they guarantee recurring revenue and create long-term commitment from fans. Promotions and premium options like luxury suites further increase profitability. Communication plays a critical role in driving ticket sales. Marketing campaigns, targeted emails, and social media promotions create excitement and urgency. - Teams will focus on the atmosphere the community and the unpredictability of the game itself. - Merchandise is more than just a t-shirt or a cap- it is a way for fans to express identity and allegiance. - Whether it’s wearing a jersey to the game or buying collectibles, merchandise represents an extension of the fan experience. Brand power: sales are influenced by factors like team success, brand strength, and overall fan satisfaction. When a team is winning, merchandise sales often soar. - Counterfeit products pose a challenge to this revenue stream - Unauthorized replicas dilute sales and undermine the authenticity of the fan experience - Sport organizations use communication campaigns to raise awareness about counterfeit goods, appealing to fans loyalty by emphasizing the importance of supporting the team directly. Communications in sponsorships and endorsements Sponsorship deals link companies to leagues, teams, or events, while endorsements are driven by individual athletes - Both create powerful connections between sport brands and corporate partners - These partnerships are built on communication - Athletes who endorse products become communicators themselves using their credibility and visibility to influence consumer behavior Sponsorship takes many forms Stadium naming rights, uniform sponsorships put brand logos directly into the visual experience of the game, digital activations use apps and social media to engage fans in interactive ways - A naming rights deal must be announced and framed in ways that minimize fan resistance while highlighting community benefits - Jersey sponsorships require visual integration so that the logo feels part of the teams identity rather than an unwelcome intrusion - Broadcasting deals with networks , streaming services, and digital platforms are the largest revenue source for most major leagues Communication is central here: - leagues and teams need to frame their product in a way that maximizes Symbiotic relationship - Its not about selling rights to watch games its showing that the league can demonstrate stories, narratives, and consistent fan engagement that will keep audiences watching Good storylines are key - Rights deals are not one and done, they are partnering, leagues need to communicate with networks about scheduling, access to players, content sharing, and crisis management - Communication has to manage backlash such as when games move from TV to subscription services - Communication doesn’t just enable media rights agreements to happen- it also shapes how they are understood, justified, and accepted by audiences - In the NFL the money is distributed equally through tv deals - Gives teams a competitive balance and parity and all media contracts are league wide Careers in sport communication Sport coms is a multi billion dollar industry Jobs in this have an impact on everything such how a team handles a crisis to how an athletes brand is perceived by fans Employability: sport communication careers are growing as leagues and teams invest in media, digital content, and fan engagement What employers look for ? * Adaptability and creativity * Writing, problem-solving, teamwork * Tech skills Career pathways - Media and Journalism, Team/League PR, Agencies and sponsorship, Digital and social media, Analytics and results - Media relations coordinator, PR specialists some tasks include press releases and crisis communications - Working for a team or league communications department is about managing the organization’s relationship with the public and the media These professionals write press releases These roles often involve long hours and fast-paced work during the season but it is a great way to build relationships in the industry - Agencies provide services to multiple clients- brands athletes , or teams rather than working for a single organization - This work can involve sponsorship activation, PR campaigns, event planning or athlete representation - Agency life can be fast paced, creative and varied with exposure to different sports and campaigns Digital and social media jobs - Creating content online. Get familiar with tools such as Canva and adobe creative suite \ - Data analysts and strategists involve using data to make strategic decisions - Jobs might include customer relationship management analyst, engagement analyst, or data strategist - Event communications - Handle messaging, media logistics, and fan engagement at live events - Could include writing scripts, coordinating press access, or managing social media during games These roles require good organizational skills and the ability to stay calm under pressure Live events often present challenges such as weather delays, technical issues, or last minute changes Communications lead updating fans in real time during a weather delay at a major tournament. It highlights the importance of clarity, speed, and professionalism Esports and emerging roles It is a rapidly growing segment of the sports industry , with opportunities in PR, event production, influencer partnershipsand community management Thursday September 18th, 2025 One of the key goals in sport communication is building and strengthening fan identification The more a fan identifies with a team/ athlete the more likely they are to be loyal Fans who interact more frequently feel a stronger personal connection Sports fan: - follower of sport who is actively interested and engaged most take emotion over knowledge - For fans what matters is the intensity of feeling , loyalty, and personal investment - This emotion dimension is critical for sport communicators, it’s gut and emotion and it isn’t cerebral - Understanding that fans are motivated by passion not just information helps us design messages, campaigns, and experiences that resonate on a personal level. Characteristics of sports fans: certain behavioral and engagement characteristics Time commitment many sport fans spend an hour a day consuming sport related media - Sports fans are active information seekers they seek out news, stats, behind the scenes content, and expert analysis - For sports communicators understanding timely, relevant, and easily accessible across multiple channels - Die hard fans follow trade rumors, injury updates, or live statistics apps there consuming and actively participating TNT approach stands for timely, noteworthy, and targeted Timely: fans want information when it matters most this could mean live updates during a game Noteworthy: the content has to be meaningful and emotionally engaging fans respond to stories, milestones, or dramatic moments Targeted: fans aren’t all the same, messages must resonate with the right audience segment or engage across the spectrum The TNT approach is about how fans filter messages Every message a fan receives is interpreted through their past experiences, perceptions, and personal preferences Two fans can receive the same message and react very differently depending on the history of the team ***A key factor is this filtering process is fan identification, feel a strong personal connection to their team or sport *** * These connections often extend into what are called parasocial relationships one sided emotional bonds * Messages need to be crafted with an awareness of fan history, emotional investment, and social context - Recognizing parasocial connections also opens opportunities to build engagement - One key aspect is sentiment assignment the ways fans interpret messages as positive or negative - Sentiment is not binary - Highly invested fans tend to have stronger emotional reactions Fanship personal identification with a team or sport - Fandom social identification with the larger fan community Birging: basking in reflecting glory Fans often take pride Corfing: cutting off reflected failure Social Why scanning and monitoring matter - Informs strategy and decision making - Identifies trends, threats, opportunities - Anticipates issues before they escalate Systematic search for relevant information: Internal and external Converts data->information-> knowledge * Requires interpretation, not just collection - Scanning strategic foresight. Identify emerging trends, issues, opportunities inform strategy - Monitoring tactical awareness. Track ongoing communications, events They can be the same thing but for a different response Scanning is what does this say about fan sentiment Monitoring is do we need to act on this now Scanning is a structured process used to monitor the environment and gather information to anticipate issues, identify trends Internal environment: team performance player injuries, staff changes, operational challenges External environment: competitors, league regulations, social trends, public sentiment, media coverage * These fall under environmental scanning * Media and social media scanning Traditional media: newspapers, tv, radio, and sports websites Social media: Twitter, Instagram Stakeholder scanning: Includes fans and season ticket holders, sponsors and corporate partners, players and coaches, league officials, local community Competitive scanning Monitor what rival teams, leagues, or organizations are doing Identify trends in promotions, campaigns, fan engagement, or crisis management Analysis and reporting - Collect and organize the scanned data into actionable insights - Summarize trends, identify emerging issues, and propose communication responses - Integration with communication strategy The scanning insights feed directly into messaging, media relations, crisis communication, and fan engagement campaigns - Enables proactive communication Different purpose - Scanning is proactive identifies emerging trends, issues or opportunities helps in strategic planning - Monitoring reactive tracking ongoing communications, events, and stakeholders Scope Scanning is broader covers internal and external environments often periodic Monitoring narrower tracks specific platforms, campaigns, or issues continuous Outcome Scanning informs strategy planning what might happen next Monitoring operational decisions and immediate actions what might happen now Test info Chapters from test and lecture material components include short answer true and false, multiple choice and scenarios Thursday September 25th, 2025 What do we mean by diverse fan bases - Cultural and linguistic diversity - Racial, ethnic, and national identities - Gender and sexuality - Age and generational divides - Socioeconomic status, disability, religion Why it matters - Expanding global and local audiences - Multiculturalism in home markets - Avoiding exclusion or backlash - Ethical responsibility to be included - Expanding the brand Cultural norms in sport communication - Individualism vs. collectivism - Colour and symbolism - Tone, humor, and gestures - Gender expectations in sport media - Local taboos or sensitives - Language and translation - Literal vs cultural translation - ASL - Social media and demographics - Different platforms=different audiences - Visual vs. text based messaging - Private vs. public interactions Inclusive visual representation Who appears in your marketing diverse bodies, families, languages, abilities Avoiding tokenism - Authentic storytelling from real communities - Fans need to see themselves reflected in the sport content they consume everyone must belong - Images and authenticity one of the most powerful ways to communicate inclusivity and who appears in them - A sensory safe stadium that provides the accommodations to make the experience more comfortable Spot the assumption Who is being represented? Who is being left out? What assumptions are made about the fan base? bottom line - same source different intent - scanning “what does this about a fan sentiment and communication opportunities - monitoring what is scanning - in sports communications, scanning is structured used to monitor the environment and gather information anticipate issues, identify trends and guide communication strategies 1.environmental scanning - this is about looking at the broader context in which your sports organization operates it includes - internal environment team performance player injuries staff changes operational challenges - external environment competitors league regulations social trends public sentiment media coverages 2.media and social media scanning - sports organizations needs to know what’s being said about them - traditional media: newspapers, tv, radio and sports websites - social media( twitter tik tok) 3.stake holder scanning - key stakeholder can include - fans and season ticket holders monsters and corporate partners - players and coaches - leauge offices league community’s 4.competitive scanning - monitor what rival competitors are doing - deity trends in promotions campaigns fan engagement 5.analysis and reporting - collect and organize the scanned date into actionable insights - summarize trends, identify emerging issued and purposes communication responses - present to decision makers to guide strategy 6.interaction with communication strategy - the scanning insights feed directly into messaging media relations crisis communications and fan engagement campaigns - enables proactive communication rather than reactive responses Thinking about monitoring scanning * proactive, big picture * deals to identify emerging trends issues or opportunities before the become urgent * helps in strategic planning and shaping long term communication strategies * example: noticing a rising trend of fan activism online that could affect sponsorship next season monitoring: * reactive, continuous tracking scope scanning * broader in scope covers internal and external environments, industry trends media landscape stakeholder expectations * often periodic weekly monthly quarterly monitoring * provides data for operational and immediate actions * helps answer: “what is happening now” ? “how should’ve we respond?” * in the moment In a nutshell 🌰 - In short - scanning =strategic foresight - monitoring= tactical awareness - scanning tools looks ahead monitoring keeps you grounded in what’s happening now. learning objectives What do we mean by diverse fan bases * cultural and linguistic diversity * Racial, ethic and national identities * gender and sexuality * age and generational divides * socioeconomic status’s, disability religion -communication is being seen a lot more in sign language The way it was - back then white make dominant - white spectators wore straw hats and that’s the way it was done - diversity in sports as it’s an industry and brings in money as well as if it. right why it matters - expanding global and local audiences - multiculturalism in home markets - avoiding exclusion or backlash - ethical responsibility to be inclusive expanding the brand - brand loyalty across diverse groups - republicans buy sneakers too- MJ on not endorsing Harvey grant cultural norms in sport communication * individualism vs collectivism * colour and symbolism * tone, humour, and gestures * gender expectations in sport media * local taboos or sensitivities language & translation - [x] literal vs cultural translation - [x] multicultural media content - [x] code switching audience adaption social median and demographics - different platforms = different audiences - tiktok vs facebook vs twitter vs x (less flashy wouldn’t be on tik tok where facebook reached and older audiences) - visual vs text based messaging - private vs public intentions - context creation is not really seen on facebook but if anything through market place inclusive visual representation - who appears in your marketing? - divers bodies families languages abilities - avoiding tokenism - authentic storytelling form real communities a lot of trends are going towards diversity ex uni like taking pictures of diverse friend groups to draw in an inclusive environment. shows someone looking at the picture visual representation that they may fit into this place and we see it in commercial. Going beyond performative fans need to see themselves reflected in the sport content they consume this isn’t about checking a box it’s about shaping a story where everyone can belong inclusion must feel real, not performative or shallow . images & authenticity - one of the most powerful ways to communicate inclusivity is through images - who appears in your marketing? - do they represent the actucal makeup of your fan base? - do they include women, radicalized fans, LGBTQ+, supporters Sensory safe - same sports like to communicate excitement with an array of sights and sounds (strobing etc) and that communication from can be problematic for a diverse audience - a sensory safe stadium( or sensory friendly venue) is a sports arena that provides accommodations to make the experience more comfortable

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